NDLI: Consumers’ Attitude towards Advertising

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Consumers’ Attitude towards Advertising

Content Provider	Scilit
Author	Eze, Uchenna Cyril Lee, Chai Har
Copyright Year	2012
Description	Advertising is a growing business and with advances in the Internet technology, the dynamics and landscape of the business has changed as well. Prior findings on consumers' attitude towards advertising are mixed. This paper is an attempt to examine young adults' attitude towards advertising. We conceptualized a framework to examine the influence of six independent variables namely consumer manipulation, product information, hedonic/pleasure, economic condition, social integration, and materialism on consumers' attitude towards advertising. Participants were selected from the southern region of Malaysia. The data were collected through personal administration, and had 217 valid responses. The analysis reveals that four of the six hypotheses were supported. Consumer manipulation emerged negative, which is consistent with past findings. These findings would enable practitioners to be more consumer-sensitive to ensure that the advertising campaigns are properly conceived to avoid adverse effects on a firm's performance. The findings would also benefit consumers in gaining additional understanding on the roles of social networks in persuading specific purchase. This paper also contributes contextual literature on the perspectives of consumers' in Malaysia.
e-ISSN	27905187
DOI	10.5539/ijbm.v7n13p94
Alternate Webpage(s)	http://pdfs.semanticscholar.org/fc31/58a3a59e343a02d3db344b1dc7292f4655ae.pdf
Journal	International Journal of Business and Management
Issue Number	13
Volume Number	7
Language	English
Publisher	Canadian Center of Science and Education
Publisher Date	2012-06-26
Access Restriction	Open
Subject Keyword	Applied Ethics Attitude Towards Advertising Consumer Manipulation
Content Type	Text
Resource Type	Article

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